The Qualitative Interview in Marketing and Consumer Research: Paradigmatic Approaches and Guideline

Detalhes bibliográficos
Autor(a) principal: Fischer, Eileen
Data de Publicação: 2014
Outros Autores: Castilhos, Rodrigo B., Fonseca, Marcelo Jacques
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12051
Resumo: Interviews are the most pervasive means of collecting data in qualitative research projects. The purpose of this paper is to discuss how the practice of conducting interviews has evolved within consumer and marketing research and to offer insights for those who would like to gather qualitative data via interviews. To do so, we first identify and differentiate two broad perspectives on qualitative marketing and consumer research: the phenomenological approach and the post-structuralist approach. We then develop a step by step guideline on how to conceive, conduct, and analyze interviews under both approaches. As much as the paper provides a useful toolkit to researchers with initial and intermediate degrees of intimacy with qualitative methods, it also contributes to the mapping of important ongoing paradigmatic discussions in the field of qualitative marketing and consumer research.
id RBM-1_d61fe1df28c599857e1975f2af984952
oai_identifier_str oai:https://periodicos.uninove.br:article/12051
network_acronym_str RBM-1
network_name_str REMark - Revista Brasileira de Marketing
repository_id_str
spelling The Qualitative Interview in Marketing and Consumer Research: Paradigmatic Approaches and GuidelineEntrevista Qualitativa na Pesquisa de Marketing e do Consumidor: Abordagens Paradigmáticas e OrientaçõesQualitative Research; Qualitative Interview, Phenomenology; Post-Structuralism.Pesquisa qualitativa; Entrevista qualitativa; Fenomenologia; Pós-estruturalismoInterviews are the most pervasive means of collecting data in qualitative research projects. The purpose of this paper is to discuss how the practice of conducting interviews has evolved within consumer and marketing research and to offer insights for those who would like to gather qualitative data via interviews. To do so, we first identify and differentiate two broad perspectives on qualitative marketing and consumer research: the phenomenological approach and the post-structuralist approach. We then develop a step by step guideline on how to conceive, conduct, and analyze interviews under both approaches. As much as the paper provides a useful toolkit to researchers with initial and intermediate degrees of intimacy with qualitative methods, it also contributes to the mapping of important ongoing paradigmatic discussions in the field of qualitative marketing and consumer research.A entrevista a forma mais prevalente de coleta de dados em projetos de pesquisa qualitativa. Este artigo tem o objetivo de discutir como a prtica da realizao de entrevistas vem evoluindo na pesquisa de marketing e do consumidor, alm de oferecer um guia para pesquisadores que pretendem coletar dados qualitativos via entrevistas. Para tanto, ns inicialmente identificamos e discutimos duas perspectivas qualitativas na pesquisa de marketing e do consumidor: a abordagem fenomenolgica e a abordagem ps-estruturalista. Em seguida, desenvolvemos um guia com diferentes etapas para a concepo, conduo e anlise de entrevistas qualitativas nas duas abordagens. Alm de oferecer uma ferramenta de utilidade para os pesquisadores com nveis iniciais e intermedirios de intimidade com a pesquisa qualitativa, o artigo tambm contribui com o mapeamento das importantes discusses correntes no campo da pesquisa qualitativa de marketing e do consumidor.Universidade Nove de Julho - Uninove2014-09-11info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1205110.5585/remark.v13i4.2762ReMark - Revista Brasileira de Marketing; v. 13, n. 4 (2014): Edição Especial; 67-792177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12051/5693https://periodicos.uninove.br/remark/article/view/12051/5694Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessFischer, EileenCastilhos, Rodrigo B.Fonseca, Marcelo Jacques2022-01-18T15:40:54Zoai:https://periodicos.uninove.br:article/12051Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T15:40:54REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv The Qualitative Interview in Marketing and Consumer Research: Paradigmatic Approaches and Guideline
Entrevista Qualitativa na Pesquisa de Marketing e do Consumidor: Abordagens Paradigmáticas e Orientações
title The Qualitative Interview in Marketing and Consumer Research: Paradigmatic Approaches and Guideline
spellingShingle The Qualitative Interview in Marketing and Consumer Research: Paradigmatic Approaches and Guideline
Fischer, Eileen
Qualitative Research; Qualitative Interview, Phenomenology; Post-Structuralism.
Pesquisa qualitativa; Entrevista qualitativa; Fenomenologia; Pós-estruturalismo
title_short The Qualitative Interview in Marketing and Consumer Research: Paradigmatic Approaches and Guideline
title_full The Qualitative Interview in Marketing and Consumer Research: Paradigmatic Approaches and Guideline
title_fullStr The Qualitative Interview in Marketing and Consumer Research: Paradigmatic Approaches and Guideline
title_full_unstemmed The Qualitative Interview in Marketing and Consumer Research: Paradigmatic Approaches and Guideline
title_sort The Qualitative Interview in Marketing and Consumer Research: Paradigmatic Approaches and Guideline
author Fischer, Eileen
author_facet Fischer, Eileen
Castilhos, Rodrigo B.
Fonseca, Marcelo Jacques
author_role author
author2 Castilhos, Rodrigo B.
Fonseca, Marcelo Jacques
author2_role author
author
dc.contributor.author.fl_str_mv Fischer, Eileen
Castilhos, Rodrigo B.
Fonseca, Marcelo Jacques
dc.subject.por.fl_str_mv Qualitative Research; Qualitative Interview, Phenomenology; Post-Structuralism.
Pesquisa qualitativa; Entrevista qualitativa; Fenomenologia; Pós-estruturalismo
topic Qualitative Research; Qualitative Interview, Phenomenology; Post-Structuralism.
Pesquisa qualitativa; Entrevista qualitativa; Fenomenologia; Pós-estruturalismo
description Interviews are the most pervasive means of collecting data in qualitative research projects. The purpose of this paper is to discuss how the practice of conducting interviews has evolved within consumer and marketing research and to offer insights for those who would like to gather qualitative data via interviews. To do so, we first identify and differentiate two broad perspectives on qualitative marketing and consumer research: the phenomenological approach and the post-structuralist approach. We then develop a step by step guideline on how to conceive, conduct, and analyze interviews under both approaches. As much as the paper provides a useful toolkit to researchers with initial and intermediate degrees of intimacy with qualitative methods, it also contributes to the mapping of important ongoing paradigmatic discussions in the field of qualitative marketing and consumer research.
publishDate 2014
dc.date.none.fl_str_mv 2014-09-11
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12051
10.5585/remark.v13i4.2762
url https://periodicos.uninove.br/remark/article/view/12051
identifier_str_mv 10.5585/remark.v13i4.2762
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12051/5693
https://periodicos.uninove.br/remark/article/view/12051/5694
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 13, n. 4 (2014): Edição Especial; 67-79
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
_version_ 1799138641414455296